XOR 100

XOR 100 is a quarterly social media report tracking the social media performance of 100 Indian startups in every quarter.

How is the data tracked?

We have used our own in-house tools to track the social media performance of over 100 startups by calculating 20 social media parameters across 4 social media channels: Facebook, Twitter, Google+, and YouTube.

Who should read this report?

The report is for startup founders, marketing managers, marketing enthusiasts, and all those who are planning to create a social media marketing plan for their startup.

What will you get out of XOR 100?

We have categorized XOR 100 across 14 segments. So apart from giving a social media overview of Indian startups, it will also give you insights into the social media marketing strategy of each segment.

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Categories

The marketing approach of a food delivery is certainly different from that of an ecommerce or a sexual wellness startup. The audience is different; the target age might be different; and consequently, the social media channels are different too.

Thatai??i??s why we have segmented the startups in categories to discover who is leading in each segment.

Horizontal Ecommerce

(7)

Horizontal Ecommerce

Classic marketing yells at you to differentiate yourself. Horizontal Ecommerce doesnai??i??t give much space. That makes this segment the most difficult for a marketer to be in. You have books, furniture, food, grocery, apparel, toys, software, music, gadgets, and a whole lot more to sell.

If youai??i??re into horizontal ecommerce, better be prepared. The heat in the digital marketing kitchen is rising and thereai??i??s no way out.

Hyperlocal Ecommerce/Grocery

(4)

Hyperlocal Ecommerce/Grocery

In a laymanai??i??s terms, a platform (most are still a startup) to enable local offline services from anywhere, anytime. Simple. But scaling and marketing is an uphill task. The recent demise of Local Banya and Peppertap is enough evidence.

If you want to be in this space, you must know how to spend your marketing budget wisely.

Fintech, Finance & Payment

(13)

Fintech, Finance & Payment

This is the one segment where the startups are leading the torch while the traditional banking institutions and non-banking financial companies (NBFCs) are playing catch up. A country where 40 % of the population is not connected to banks and 87 % of payments are made in cash, fintech and finance startups are sitting on a gold mine.

The only problem is there are hundreds of startups who have sprung up to claim the gold.

Education and Edutech

(9)

Education and Edutech

Kevin Oai??i?? Leary, a Shark Tank investor said during an episode that education is a sector which is immune to recession. In India, we all understand why. And this is the reason for the flood of startups in this sector. But for a marketer, it is important to understand why social media is important to this segment.

The edutech and education companies are already fighting the battle of free vs paid content among themselves. The civil war in this segment is being fought on the grounds of digital and social media.

Fashion and Lifestyle

(16)

Fashion and Lifestyle

According to a Google Report, fashion and lifestyle ecommerce will be the top product category in ecommerce by 2020 with 35% e-tail spending. The horizontal ecommerce playersai??i?? hefty marketing budget will make it even tougher for these vertical ecommerce players. And yes, it was in the news a few months back: Reliance Retail movies into Fashion, Lifestyle ecommerce.

There will probably be no time in future when people will not be drawn to fashion. The question is which online store will they chose?

Healthcare & Fitness

(9)

Healthcare & Fitness

The paid healthcare apps market is growing at the rate of 33.8% CAGR. This can be a game changer in a country like India where we have only 0.6 doctors for 1000 people. But with over 220 million smartphone users, the future of this segment looks brightai??i??

ai??i??only if startups can understand how to reach those people on smartphones and use their apps.

Hotel and Travel

(7)

Hotel and Travel

Travel startups have beaten ecommerce marketplaces this year in the funding race. Very few segments have startups that have gone to IPO. But MakeMyTrip made its debut in US when it was listed on the NASDAQ way back in August 2010.

Hotel and travel segment has a wide audienceai??i??from baby boomers to millennials. It not only makes social media marketing challenging but interesting too.

Online classified ads

(3)

Online classified ads

According to a McKinsey report, online classified ads segment is dynamic and still evolvingai??i??and not just in India but across all nations. Although a lot vertical players in cars and real estate are rising up, we cover the horizontal players in this section.

Miscellaneous

(13)

Miscellaneous

Indian startup ecosystem has been creative to produce ventures that were different from mainstream approaches. In this segment, we categorize those startups which do not fit into any other segment.

Sexual Wellness

(3)

Sexual Wellness

The kinkiest segment on our list is still yet to be born. It would not be wrong to say that the segment is still in womb. No sexual wellness ecommerce startup can have its own inventory. All the products come from abroad. But at the same time, new startups in this category are coming up.

But itai??i??s the right time for these startups to set foot before government opens up new opportunities for them. Needless to say this segment needs very strategic approach to social media marketing.

Food Delivery

(5)

Food Delivery

The bucket of Indian food delivery startups is already leaking. And there are reasons to believe it too. Tiny Owl was lost in the night. Everyone understands why Zomato had to fire 300 employees last year. But at the same time, marketers must take examples from the success of Swiggy.

All a food delivery segment in India needs is a strategic approach to digital marketing. Especially now when the funding meal is scarce and cold.

Real Estate

(2)

Real Estate

Indian real estate has just passed through the worst slump in the history as apartments and properties didnai??i??t attract buyers due to high prices. Despite this, the segment has attracted some big investorsai??i??Accel, SoftBank, and Qualcomm.

Real estate startups success depends largely on marketing and sales, and how they choose to spend their money will be the difference between a sold and an empty apartment.

Home Furnishing and Decor

(3)

Home Furnishing and Decor

The funding inflection point in the segment came in 2014 when Pepperfry and Urban Ladder raised $100 mn and $50 respectively. Since then, the number of startups in this segment has grown to 259 according to Tracxn.

It is time for online home furnishers to sit back and think how to stand out among 259 startups. Ever heard of content marketing?

What else would you like to see in the upcoming report?

So, while you're waiting for the report, you can also give suggestions.